Vuori continues UK expansion with store on London’s King’s Road

US premium activewear brand Vuori, which is celebrating its 10th anniversary this year, has opened its third store in London, located at 18-21 Duke of York Square on the King’s Road in Chelsea.

It adds to the brand’s flagship store at 83-85 Regent Street, which opened in October 2024, and its store at 25 Long Acre in Covent Garden, which opened in September 2022.

The new two floor King’s Road store spans over 3,412 sq ft and features unique interior design elements and brand details, "creating a distinctive and immersive shopping environment".

Designed to encourage customers to explore Vuori’s men’s and women’s collections, the layout organises products into key categories across leisure, active and lifestyle.

Fostering a "sense of community", the lower level is a dedicated studio and events space to host wellness classes, events and gatherings that enhance the shopping experience.

A striking art installation features thousands of individual hand-cut bronze chain links that form a mountain silhouette, paying tribute to the brand’s name which means ‘mountain’ in Finnish.

Andy Lawrence, VP of International at Vuori, said: "We've been targeting a store on the King's Road since we entered the UK market, and are thrilled we're finally here. We've worked with our partners at Cadogan to find a great location where we could connect with the Chelsea consumer and be a part of this iconic street.

"Opening this store represents a key milestone in Vuori’s expansion in the UK and across Europe, allowing us to deepen our connection with customers and the market. With each new store, we’re focused on building lasting relationships with customers and laying the foundation for long-term success."